Understanding the B2B Decision Maker

If you touch the selling process in your business, an understanding of some likely steps taken by buyers and their proxies should provide helpful insights.

There are up to three player categories to the equation, the need generator, the selection decision maker and the financial decision maker. (Sometimes the needs guy and the financial decision maker are the same.) Once an order is received the selection decision maker may look first for any current relationships for this or related products or services.

To assure a thorough review the selection person will likely turn to the Internet to understand the supplier base and begin to determine the best options. General criteria usually include a combination of price, performance and delivery. The Web affords a shopper instant access to all manner of providers, options, even competitive ratings on comparative products.

Are you inside the circle?
As a seller your job at this stage is to provide enough background and knowledge to justifiably separate your offering from the many. This is the place where hard impressions are made and conclusions drawn.

It is not enough to have the best product or service, value and the perception of value go hand-in-hand. Providing provocative background and strong supporting reasons will help assure your place among the manageable 3 or 4; the ones that will be presented for final selection.

Two important take-a-ways are evident here. First, the selection decision maker might become your salesperson in the final review. Your fate is in their hands so be sure you are arming them accordingly. Secondly, the Internet brings the buyer much closer to a decision before they engage with you. Studies show that an inbound caller is already up to 70% sure they will do business with you when they finally make contact. Meaningful content will assure you get those calls.

It is marketing job to prepare for a sale from the very first impression.